Financial content writing is challenging. That is to say, doing it well is, anyway. There’s all that complex and technical information to get over clearly and engagingly. And at the same time, you’re trying to build trust and credibility with your audience. So, how do you make your financial content stand out from the crowd and connect with your readers on a deeper level? One answer is humour.
Not a good look for your CFO on LinkedIn
No. That doesn’t mean we recommend putting a clown nose on your CFO and making it their LinkedIn profile pic. But judiciously used humour is a powerful tool that can help you achieve all sorts of things in your financial content writing. Hold tight, it’s time for a list…
1. Grab ‘em by the… eyeballs and spark curiosity.
In a world where people are bombarded with information and ads, humour can help you catch your reader’s eye and make them want to read more. You can use a witty headline, a funny analogy, or a clever pun to hook your reader and entice them to click on your content.
2. Make your content more memorable and shareable.
Humour can help you create a lasting impression on your reader and make them remember your message. It can also increase the likelihood of your content being shared on social media, as people tend to share things that make them laugh or smile. A funny story, a catchy slogan, or even, where appropriate, a meme can all make your content more memorable and shareable.
3. Humanise your brand and build rapport with your audience.
Humour can help you show your personality and voice, and make your financial content writing more relatable and likable. It can also help you establish a rapport with your audience, as humour can create a sense of familiarity and trust. You can use self-deprecation, sarcasm, or irony to show your humility and honesty, or use jokes, anecdotes, or quotes to show your values and culture.
4. Humour can lighten the mood and reduce anxiety.
Using humour can help you ease any tension and stress that may arise from discussing serious or sensitive topics, such as money, debt, or tax. It can also help you reduce the inevitable yawns that come from reading complex or dry information, such as numbers, charts, or graphs. Some good approaches here are to use exaggeration, contrast, or absurdity to make your content more fun and entertaining. And you can use metaphors, similes, or comparisons to make your content more simple and understandable.
Sensitivity is key
Of course, using humour in financial content writing isn’t without risks. You need to be careful not to offend or alienate your audience, or compromise your professionalism or credibility. It’s easy to think you’re being funny when you’re not. And when you’re not, the impact can be huge, for both the brand and the people who work there. Here are some specific tips on how to use humour appropriately in your financial content:
Know your audience and their preferences. Different types of humour may appeal to different types of audiences, depending on their age, gender, culture, education, etc. You need to know who your financial content writing is for. And what kind of humour they enjoy and appreciate. Avoid any humour that may be insensitive, inappropriate, or disrespectful to your audience or their situation. As a rule, good humour ‘punches’ up, never down.
Know your tone and purpose. Different types of humour may suit different types of content, depending on what you want to achieve with your financial content writing. You need to balance humour with seriousness and credibility. Avoid any humour that may be irrelevant, distracting, or misleading to your content or message.
Know your limits and boundaries. There’s a fine line between being funny and offensive and between humour and ridicule. You need to know where to draw the line and when to stop using humour in your financial content writing. Respect the limits and boundaries of your audience and your brand, and avoid any humour that may be hurtful, harmful, or unethical.
Risk and reward
Using humour in financial content writing can be a rewarding and effective strategy if done right. It can help you create engaging and memorable content that resonates with your audience and achieves your goals. However, it can also be a risky and challenging task if done wrong. It requires skill, creativity, sensitivity, and judgment.
At Alex Genn Copywriting, we love using humour to disarm, cut through and differentiate for our clients. We know how to craft witty content that stays relevant, appropriate, and impactful for your brand. And we do it all without compromising its quality or integrity.
If you need support with your financial content writing, contact us today and let’s have a chat, we promise to take you seriously.
